Trade War + Recruitment + Environmental Protection! Shandong'S Japanese Textile Enterprises Have Built The Brand In The Domestic Market.

The printing and dyeing people were informed by the securities times network that 2018 and 2019 were the throes of the domestic textile industry. Sino US trade war Tariff increases, macroeconomic downturn, stricter environmental policies, and higher labor costs. Four mountains are pressing, and many textile companies choose to transfer their capacity to Southeast Asia, Africa and other countries and regions, such as Lu Tai, Tianhong textile, etc.

Some companies also choose to stick to the domestic market, and pass the difficult period by increasing smart manufacturing, building brands and expanding domestic demand.

On November 23rd, Sun Rigui, chairman of Fu Tian stock, introduced the company's efforts to focus on Transformation in 2019. In the next five years, the key breakthroughs will be intelligent manufacturing and brand building, and will be tilted to the mainland market. The current domestic product sales ratio of about 20% and 80% will be changed to 50% of internal and external sales.

The transformation and breakthrough of the shares of Fu sun is also a microcosm of the breakthroughs in the transformation of textile industry in recent years.

Focusing on domestic demand: adjusting the ratio of internal and external sales

Fu sun is located in Gaomi City, Weifang. The new factory is located in the north of Gaomi. The company has 16000 employees and is the largest taxpayer in the region. In November 23rd, when the drizzle began to fall, the factory area of 4000 mu was looming in the vast rain and fog.

The old factory in the south of the city, built factories in 1987, started with towels, and began to occupy the first place in the same industry in the country for 20 consecutive years from 1999, and then moved towards the bed products series, and gradually made some special features in the subdivision area. In 2006, the company landed at the Shenzhen Stock Exchange. At present, the export business of towel is still the main source of revenue for the company.

"In the main business of the company, the export volume is about 80%, and the domestic sales amount is about 20%." A senior executive of the company said. Our products are sold to 83 countries. The United States, Japan, Russia, the European Union, Australia and other countries are the main selling directions.

Since 2018, the trade friction between China and the United States has increased considerably, and it has hit many enterprises that rely too much on the external market. "The impact of the three quarter of 2018 is not very obvious, from the fourth quarter began to appear. Since the beginning of this year, export sales accounted for a relatively large proportion of textile and garment enterprises. Tariff increases have led to a decline in competitiveness of domestic textile companies. Rong Hong bin, a textile and garment analyst at Shen Wan Hongyuan, told the securities times e company that some textile enterprises rely heavily on the US market and some rely on small ones.

In August 2019, the office of the United States trade representative again released a list of tariffs on 300 billion products, covering clothing, clothing, towels, bedclothes and other large household textiles. Under such a trading environment, China's textile enterprises are facing more trade substitution and investment transfer, and a large number of orders have been transferred from China to Southeast Asia and South Asia. It is estimated that at present, only 601339 Chinese cotton spinning enterprises that invest in Vietnam, such as Tianhong textile, Lu Tai A, and Bailong Oriental (or), have an investment capacity of about 3 million spindles. By the end of 2018, only one group of Tianhong Group owns 1 million 380 thousand spindles in Vietnam. At the same time, taking into account the labor-intensive characteristics of sewing links, knitted garment processing has become a hot front area for China's textile industry to invest abroad. In addition to cotton spinning and clothing, more and more domestic fabric weaving and printing and dyeing capabilities are accelerating to overseas. Meanwhile, leading enterprises in China's chemical fiber industry have begun to make international layout, which has a certain degree of impact on similar enterprises still staying in China.

Some enterprises set their sights on foreign countries, but some enterprises look at the vast but immature market in China.

A brokerage analyst said that the concentration of domestic cotton textile market is relatively low. Most domestic markets are small brands. For the main products towel of Fu Tian stock, the market share of the top five industries is not high, and has the potential to open up.

On the 23 day, URI Japan shares the dealers together to inform the company of the direction of transformation and release new products. Sun pointed out that the company will tilt towards intelligent manufacturing, design, research and development, and brand building, and expand the domestic market, transforming the proportion of domestic sales and sales of cotton spinning products from the current 28 points to five fifty-five points.

Orient Securities analysis shows that domestic sales growth is one of the important points of the company's future. In recent years, with the upgrading of consumption concept and the upgrading of the demand for the quality, safety and design of small home textiles, the domestic small home textile market has shown a pattern of "increasing the frequency of mass consumption (volume) + market segmentation (price)" to drive the market steadily. As a leader in the industry, the company will benefit from the expansion of consumption in the domestic market.

Brand building: moving towards the top of the value chain

If we want to market in China, we must have a brand that we call ourselves, so that we can increase the added value of our products. This is also the choice of many domestic textile enterprises.

Prior to this, the shares of Fu sun also had their own brands, such as the home textiles of Fu sun, Jieyu towels, etc., but the recognition on the market was not high. On the 23 day, a large scale model show was held in the factory of Fu Tian. The models at home and abroad appeared in the early winter season with the company's beach towel, bath towel and so on. After that, they dressed in the same clothes as the bedding patterns and colors of the company. Finally, the children's models were put on with all kinds of cute children's products.

This is part of the transformation of VR shares, focusing on fashion trends, attracting young people, and creating their own towels and bedding brands. The company also put forward its slogan: "the new global aesthetics, VU new home textiles, and redesigned the fashionable LOGO".

He Zhitao, CEO, a third party consultative organization hired by the company, said that the company should take strong manufacturing as its main body, take strong R & D design and strong brand marketing as the two wings, make overall transformation, and layout the industrial value chain with a smile curve high added value, and establish a good high growth mode with brand as the main driving force.

"The company will build a design center in the fashion capital of Shanghai. It is recruiting a team to build its own brand." A senior executive of the company. In addition, the company is still building channels to enter the online and offline sectors. Through the input of brand, channel and R & D, enterprises move from the low end of value chain to the top.

A textile and apparel industry researcher said that brand and channel construction is the choice of many companies in the industry. For example, the Antarctic electricity supplier in the industry (002127) has broken away from the mode of heavy assets operation, and has gained large traffic on the online cooperation with ALI, becoming the leading online brand.

In addition, Shandong's China Textile shares and Ruyi group (002193) are also striving to build their own brands. Huafang shares have already implemented the brand strategy, and continue to promote the brand building of "China spinning", "blue platinum", "Xiao Ni" and other brands, and enter the terminal market. Ruyi group started with wool spinning. This year, it announced that it would issue shares to buy high-end clothing brands such as Gieves&Hawkes, Kent&Curwen, Cerruti1881, Aquascutum (Jagle Dan) controlled by its major shareholder, Beijing Ruyi fashion Klc Holdings Ltd. Take Gieves&Hawkes as an example, the brand was founded in 1785 and has been a clothing supplier for the British royal and Navy since its establishment.

Intelligent weaving: choice under high manpower cost

The higher and higher manpower cost is a difficult problem for the textile and garment enterprises.

"There are many textile enterprises in Gaomi City. Wages were around 5000 yuan a year ago, so there was no way to recruit people. Before the Spring Festival, a car will be sent back to the old town. A former local textile worker told the securities times e reporter.

A senior executive of the company said that the company has 16000 employees and is the largest company in Gaomi City. The company went public in 2006, with more employees and about 23000 people. "The average age of the company is more than 30 years old. Moreover, the annual salary of the company's employees is rising.

The company chose to replace artificial with machine to carry out intelligent transformation. Investment and construction of intelligent automatic production project of high-grade towel blanket products has been included in the implementation plan of major projects of new and old energy conversion in Shandong Province, and has been identified as a provincial optimization project for major projects. At the end of October this year, the company's application for issuing 650 million yuan convertible bonds was just passed. Two of the important projects were related to intelligent manufacturing, that is, the intelligent weaving project of high-grade towel quilt which plans to invest 166 million yuan, and the intelligent manufacturing project of 242 million tons annual output of 7500 tons of high-grade towel blanket products.

Shandong's China Textile shares is also the case, creating "100 years China Textile wisdom China Textile". A company executive introduced, in 2013, the company put forward wisdom textile, wisdom China textile, relying on the second issuance, built the industrial park, the whole process of digital printing and dyeing. The collection rate and control key index exceeded 90%, and the number of personnel decreased by more than 30%. The stability of product quality increased by sixty or seventy on the original basis, and the cost was reduced by more than 25%. Compared to the old workshop and the new workshop of Huafang, the new factory is two to three times the efficiency of the old factory.

Textile enterprises are the representatives of traditional production capacity. They are stressed. But in the downstream garment industry, Lining, Anta, Bosideng and other national brands have been regenerated. Japanese UNIQLO and Decathlon in France are booming in the domestic market. There is no sunset industry, only sunset enterprises in the textile industry shuffling period, and which enterprises can play the best card?